Boohoo image

Overview:

In January 2015, we were engaged by global fashion e-tailer boohoo.com to manage its social media community across Australia (AU) and New Zealand (NZ). We were tasked to provide the international e-tailer with strategic and creative direction, with a focus on the activation and maintenance of Boohoo’s Facebook, Twitter and Instagram accounts across both markets. Red Agency was also responsible for amplifying boohoo’s seasonal collection launches via social media including its Autumn/Winter (AW15) and Spring/Summer (SS15) collections to the AU/NZ market. With up to 100 pieces hitting the website every day and a new collection each week – the 24/7 fashion site required an equally cutting-edge agency, which would continue evolving and growing the brand within the AU and NZ market. 

Execution:

We worked closely with our sister agency, Havas Media, to develop a social strategy which supported Boohoo’s key calendar events throughout the year. We managed all social activity for boohoo’s seasonal collection launches and international ambassador announcements, including its collaboration with pop star Charli XCX. We developed weekly content plans which were designed to fuel fan growth, increase engagement and generate positive brand sentiment within Boohoo’s Facebook, Twitter and Instagram communities. Seasonal collection launches were supported by advanced social technology including the use of GIF photo booths and Periscope streaming, just to name a few. To ensure we understood and evolved with our community, we also conducted monthly strategic insight reports.

Outcomes:

  • 50% increase in the level of engagement on Facebook
  • 300 uses of our hashtag #WeAreAus for the season launch event in one day
  • 4,678 increase in followers on Facebook AU
  • 400% increase in average earned impressions on Twitter
  • 270% increase in engagement rate on Twitter
  • 5,356 organic increase in followers on Instagram

 

 

 

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